andrew kent, green hat - 'b2b social media
DESCRIPTION
iStrategy Conference Melbourne 2011: Andrew Kent, Director for Online & Innovation, Green Hat, 'B2B Social Media' - Keynote Panel Session (Day One)TRANSCRIPT
“Social Media is like teen sex. Everybody wants to do it. Nobody knows how. When it’s finally done it’s a surprise it’s not better.”
iSTRATEGY 2011 - Amsterdam
Some research insights
Presented by Andrew Kent www.green-hat.com.au
The following findings are from:• B2B Marketing Outlook Australia 2011– Conducted by Green Hat– Supported by:
• ADMA• Australian Marketing Institute• B2B Marketing (UK)
• Available from www.green-hat.com.au
Some context – the B2B marketing budget
Presented by Andrew Kent www.green-hat.com.au
Public Relations
Other
Advertising and sponsorship (excl. online)
Lead Nurture & Lead Management
Digital marketing (incl. website, advertising, SEO, social media)
Traditional demand generation (e.g. in-person event, telemarketing, DM)
6.61%
7.31%
14.19%
17.04%
22.56%
32.28%
6.31%
7.79%
15.69%
16.69%
20.83%
32.69%
Marketing budget from 2010 to 20112010 2011
What are B2B marketers actually doing?
Viral marketing
Mobile marketing
Online/banner advertising
Search Engine Marketing (SEM) – paid search
E-surveys
Webinars
Online communities, portals and forums (building your own)
Social Media Marketing (including paid ad placement)
Search Engine Optimisation (SEO)
Email campaigns
Online video
Nurture marketing including e-newsletters
Website and microsites
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Use of digital marketing tactics in 2011
Will Start More than 2010 Same as 2010 Less than 2010 Will Stop N/A
Presented by Andrew Kent www.green-hat.com.au
B2B social media is different to B2C
Presented by Andrew Kent www.green-hat.com.au
In social media few are doing the talking
Inactive
Other
Monitor/consumer of content but generally do not become a member
Commentator/participator in discussions but generally do not create
Joiner/member of groups but generally do not participate
Creator/publisher of blogs and online content
0% 5% 10% 15% 20% 25% 30% 35%
23%
3%
11%
17%
17%
29%
Presented by Andrew Kent www.green-hat.com.au
The little guy is doing the learning
Presented by Andrew Kent www.green-hat.com.au
The smaller the company the bigger the share of the budget that digital marketing receives.
$1 to 50M turnover - 21% of budget to digital$50 to 500m turnover – 15% of budget to digital $500m+ turnover – 13% of budget to digital
In social media, 32% of companies with turnover over $500m have no social media activity, compared to 15% for companies with a turnover under $500m.
Why is this so?
Presented by Andrew Kent www.green-hat.com.au
Some Possible Explanations
Presented by Andrew Kent www.green-hat.com.au
1. Things take longer to get started in big companies2. Big companies cannot afford to make mistakes3. Big companies have legal departments4. It is harder for big companies to decide on a voice/approach5. No point starting until the back-end processes are in place
• Lead nurturing/lead management• Marketing automation
6. Need proof that it works7. “I won’t get fired for not doing it – I might get fired if I stuff it up”8. It looks like a lot of work
Why social media is worth doing
Presented by Andrew Kent www.green-hat.com.au
1. It has a role to play in your marketing• Stranger > Known > Liked > Trusted
2. Google is listening3. It provides direct access to your key stakeholders4. Can you afford not to?
• Commonwealth Bank ATM • NAB payment transfer issues
5. It is part our community now and is only going to get bigger6. It is easier than you think
More info on B2B Marketing
Presented by Andrew Kent www.green-hat.com.au
• Website: www.green-hat.com.au/resources
• Email: [email protected]
• LinkedIn: http://www.linkedin.com/pub/andrew-kent/0/55b/303
• Twitter: @greenhatmktg